Bid to eliminate false and misleading online ads

THE STATE ADMINISTRATION for Industry and Commerce released a new internet advertising regulation on Friday, which for the first time makes clear that all pay-for-performance searches are advertising. The regulation will take effect on Sept 1. Southern Metropolis Daily commented on Monday:

For a long time, the pay-for-performance searches provided by China's internet giants such as Baidu have been deemed as an information service. That has exposed Chinese netizens to search results that may be misleading.

It is therefore laudable for the State Administration for Industry and Commerce to respond to the increasing calls for tighter regulation over the country's internet advertising industry. The new regulation applies stricter scrutiny to internet advertisements involving medical treatments, drugs and food information, and makes clear the obligations and responsibilities of online search engines and e-commerce platforms.